OpenTable's shares inched past the offer price to trade at $104.19 on the Nasdaq, suggesting that some investors expect a higher bid. Priceline's shares were down 1.6 percent at $1,205.50. (Click here for the latest quote.)

With online travel companies having little room to expand, many are looking outside the industry to boost revenue.

Priceline is acquiring OpenTable for $103 per share in cash for about $2.6 billion, with the "Squawk Box" crew.

As of Thursday, OpenTable's shares were trading at about 33.5 times 12-month estimated forward earnings, far below the 498.7 times of competitor Yelp, according to Thomson Reuters StarMine.

"I think (the deal) creates urgency for larger players to acquire the leading local platforms," Telsey Advisory Group analyst James Cakmak told Reuters.

The deal is expected to close in the third quarter.

OpenTable, which is facing increasing competition from Yelp and others, posted its first quarterly loss in five years for the period ended March 31 as it spent more on marketing to stem the slowdown in the number of restaurants signing up for its services.